Citation Smith A & Sparks L (2004) All About Eve?. Journal of Marketing Management, 20 (3-4), pp. 363-385. https://doi.org/10.1362/026725704323080452
Abstract Loyalty is a multi-faceted construct. Much of the research on loyalty considers aggregate aspects and dimensions. Here, the individual record of one loyalty cardholder is subjected to examination, analysis and interpretation. The aim is not to generalize but rather to explore meanings of loyalty at a micro level. By building up a picture of an individual we illustrate the richness of such data for businesses and researchers, but in so doing question how ethical such an approach is (including for researchers).